Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
Why A Journal Of Research For Consumers?, Simone Pettigrew
Why A Journal Of Research For Consumers?, Simone Pettigrew
Research outputs pre 2011
This article outlines the rationale behind the introduction of the Journal of Research for Consumers. The potential benefits to be gained from educating consumers are discussed, and arguments are made for the contribution of consumer researchers to the consumer education process. In particular, the deficiencies of the current dependence on research that produces managerial outcomes are discussed in terms of the limitations they place on understanding the relevance of consumption in consumers' lives. The structure of the Journal of Consumer Research is described in terms of the access provided to both academic and consumer audiences.